Amazon Seller Central’s Customer Service Dissatisfaction Rate vs Return Dissatisfaction Rate

Hey Amazonians!

I was looking at several Amazon seller accounts today and saw that there were new additions to Performance Metrics:

  • Customer Service Dissatisfaction Rate
  • Return Dissatisfaction Rate

Let’s take Amazon’s definition of what these are:

Customer Service Dissatisfaction Rate is the percentage of customers who are not satisfied with your responses in Buyer-Seller Messaging.

When you respond to a buyer message about an order, we include a customer survey immediately below your response asking “Did this solve your problem?” Buyers can respond “Yes” or “No.” Only you can see a buyer’s response.

Return Dissatisfaction Rate
The Return Dissatisfaction Rate (RDR) is the percentage of valid return requests that were not answered within 48 hours, were incorrectly rejected, or received negative customer feedback.

RDR measures customer satisfaction with how you processed their returns. It consists of three individual components:

  • Negative Return Feedback Rate
  • Late Response Rate
  • Invalid Rejection Rate

For most Amazon sellers, the Buyer-Seller Messaging is an important part of your responsibilities. It is very important that buyer messages are responded to within 24-48 hours. This time, even returns are now being checked by Amazon. This makes perfect sense because the buyer’s journey doesn’t stop in buying alone but also in returns if defects or other issues related to the order arise.

If these are in red (just like the ones above), it means that there are existing or previous orders where customers needs and expectations, inasmuch as fulfillment and customer service are concerned, were not met.

These stats can be found in Performance menu > Performance Metrics. These data provide a really great benchmark as to how you’re performing as a seller and your future on the platform. If it’s not looking good for the next 90 days, you shouldn’t be surprised if you’ll receive performance notifications where your items are put down and your selling privileges are removed.

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